Opinion by Richard Baird.
Hardpop is an electronic music venue located in the Mexican city of Juárez. It plays host to both international and national DJ’s and has been acknowledged twice by DJ Magazine as one of the best clubs in the world. Hardpop’s brand identity, a contemporary interpretation of military insignia, and a mix of conventional and unconventional typographic forms created by graphic design studio Face—a significant departure from its previous identity—draws its inspiration from an interior of classic and modern detail. To celebrate the venue’s seventh bithday, Face created a number of anniversary specials and a new flyer system that would fit neatly within Hardpop’s signature style.
Club is an exclusive private members area hidden from the public within London’s South Place Hotel. Its visual identity, developed by This Is Colt and designed to establish a connection with the parent brand but with “a personality of its own”, is built around a logotype constructed from the same contemporary, condensed sans-serif characters of the hotel’s identity but is paired with a morse code underline detail and executed as a holographic foil print treatment across a variety of coloured papers.